Mumbai: Goodlass Nerolac Paints Ltd, a leading paint manufacturer in India, has planned its corporate strategy for the season. The new strategy reveals a distinct thrust on its corporate brand Nerolac Paints, reinforcing the companys leadership position and also reiterating Nerolacs commitment as providers of complete paint solutions to their customers.

Says Goodlass Nerolac managing director H M Bharuka: After a hiatus of nearly two years, we are reinforcing our corporate image by giving a new look to our corporate campaign, the earlier one already having won the hearts of the customers. The strategy is aimed at reiterating the commitments of the company and forging an unforgettable bond with the companys customers, while increasing awareness and generating demand.

Goodlass Nerolac Paints had stopped its corporate advertising and embarked on a strategy of building individual brands in the past few years. This was initiated with the launch of the companys premium exterior paint brand Nerolac Excel and continued with Nerolac Allscapes - 24-karat interior emulsion and the economy exterior paint Nerolac Suraksha, all of which have been success stories in their respective categories.

The new corporate campaign rolls out in the first week of September 2002, to tap the forthcoming festive seasons. Two well-known television stars, Smriti Malhotra Irani and Sakshi Tanwar, have been roped in the new campaign. The new television commercial (TVC) has been woven around the vastly-popular jingle of Nerolac: Jab ghar ki raunak badhani ho. The jingle retains its earlier essence, with a fresh touch of Gujarati folk tunes to the first two lines. Popular playback singers KK and Mahalakshmi have given a magical resonance to the new TVC.

For the past two years, Goodlass Nerolac has been the trendsetter, offering bright new unconventional colour schemes to their customers, far removed from the earlier trends of neutral and pastel shades. The TVC also showcases these bright festive colours, keeping in mind contemporary market trends.

Nerolac is the only paint company this season to launch a grand scale promotional campaign, which will include contests on a daily basis and conclude on the Diwali day with grand prize of a Honda City. The promotional campaign has been phased out for a period 60 days, starting from 6 September to 4 November 2002, covering forthcoming major Indian festivals.

Consumers can enter the grand scale Har Din Diwali contest by buying any of the Nerolac products. Once the consumer qualifies for the contest, he will be applicable to win multiple prizes throughout the 60 days promotion. During the Har Din Diwali campaign, Nerolac will be giving out exciting prizes amounting to Rs 50,000 on a daily basis. Prizes will include Samsungs products like television sets, washing machines, VCRs, refrigerators and Samsung Microwaves. Additionally, all the participants will also be entitled to a discount of 5 per cent on all Samsung products.

Goodlass Nerolac Paints has been at the forefront of paint manufacturing for more than 80 years, pioneering a wide spectrum of quality paints. It is the second-largest paint company in India and the undisputed leader in the industrial segment, having a turnover of Rs 760 crore.

The company has five strategically located manufacturing units all over India and a strong dealer network of over 11,000 dealers across India. The company manufactures a diversified range of products ranging from architectural coatings for homes, offices, hospitals and hotels to sophisticated industrial coatings for most of the industries.